3. “In the future, content marketing will become more strategic. We‟ll start front-loading the planning with extensive customer research to make informed decisions and not making content as marketers and calling it „content marketing‟.” Adria Saracino, Head of Outreach at Distilled@stephpchang Stephanie Chang
4. Make Your ContentMetrics Measurable
5. Content Funnel Awareness Trigger Search Consideration Buy Stay Where does this content sit on the conversion funnel?@stephpchang Stephanie Chang
6. Content Metrics Consumption Sharing Metrics Metricshttp://www.convinceandconvert.com/content-marketing-2/the-4-types-of-content-metrics-that-matter/ Lead Generation Sales Metrics Metrics What metrics do we want associated with this piece of content?
7. Content Funnel + Metrics Awareness Consumption Metrics Trigger Share Metrics SearchLead Generation Consideration Metrics Buy Sales Metrics StayConsolidation of Content with Different Metrics Based on Where It Sits in the Funnel
8. Rate Your Content 1 Grade: 2 Grade: 3 Grade: 4 Grade: 5 Grade: Easy to Informative Credible Useful Unique UnderstandRate content with a grade of 1-5. Where does most or your content sit on this scale?
9. Pull Data to See How theContent Has Historically Performed
10. Analytics + SEO Metrics Traffic LRDs PageViews PA Avg Time on Site MozRank Entrances/Exits Conversions Bounce RateCreates a benchmark – how has previous content performed in comparison to new content?
11. Get Customer Data fromSurveys and Interviews
12. Conduct a Customer Research SurveyResults: 917 responses or approximately 50% of customer email list
13. Phone Interviews with Existing Customers Results: 251 out of 917 voluntarily opted in
14. Who to Interview Be sure to interview individuals from all parts of thespectrum (admin CEOs, unhappy happy customers)
15. Use this Data to Determine the Type of Content That Will Be Produced
16. Determine personas Then decide what type of content you want toproduce to target those personas. Test and iterate.